Talk about branding!  The most recognizable face in adventure, Indiana Jones, is back after almost 20 years and his trailer has quickly become a phenomenon.  According to the Associated Press the viral video has been viewed more than “200 million times worldwide in the first week alone.” (see the opening of that article below).

This seems to surprise the pundits!!!  Every reason in the world is given by the analysts except the right one: being true to your brand!!!  With that fedora, leather jacket and whip, Indiana Jones updated, re-defined and took ownership of the 1930s movie serial adventurer –not to mention the powerful alliance of George Lucas, Steven Spielberg and Harrison Ford!  Once the Indiana Jones brand was established –and, wow, was it established: with 1.2 billion dollar worldwide box office!— this time around, it was just a matter of staying true to that brand!!! 

Brand momentum can carry a brand a very long way.  Fact is, the medium isn’t always the message!  Today, the medium –viral video, print, what-have-you— isn’t as important as the brand.  The brand is the message!  And watta brand!!!  Can’t wait for the movie!   But Mr. Jones have you tried a Borsalino?  On second thought, fuggedaboutit –I wouldn’t change a thing!!!

New 'Indiana Jones' trailer a smash hit

By REGINA R. ROBERTSON, For The Associated Press Mon Mar 3, 10:26 AM ET

LOS ANGELES - Times sure have changed in the 19 years since Harrison Ford last donned the signature fedora of thrill-seeking archaeologist Indiana Jones. The viral spread of the trailer for "Indiana Jones and the Kingdom of the Crystal Skull" is proof of that.

The trailer for the May 22 release has drawn highly enthusiastic responses in theaters. But it may have had its biggest impact online, on a younger audience that may not think of Ford, 65, as equal to today's spry action heroes.